Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Tea in Spain

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Executive Summary

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PROSPECTS

Health and sophistication: pillars of growth for the tea category

The interest among Spaniards in health and the growing sophistication of consumption habits have largely been behind the growth in demand for tea in Spain in recent years. Manufacturers have capitalised on this demand, through a focus on the functional properties of herbal and medicinal teas, the developments of novel formats and a constant quest for new consumption moments for this hot drink.

Sales of tea in foodservice set to continue rising

The renewed confidence of Spanish consumers in the context of the growing economy and rising disposable incomes resulted in Spaniards returning to bars, restaurants and cafés in the last couple of years of the review period. This had a positive effect on sales of tea in the on-trade channel, with foodservice operators offering more sophisticated options.

The growing presence of specialist stores in cities and shopping centres across Spain has contributed to the popularisation of the tea culture. Tea stores such as The Tea Shop, Tea Ritual and other independent stores have been effective in changing the image of tea from a hot beverage towards an experience or a ceremony.

COMPETITIVE LANDSCAPE

Jacobs Douwe Egberts ES leads tea

Jacobs Douwe Egberts ES led sales of tea in Spain in 2017. The popularity of its Hornimans brand among Spanish consumers, the company’s strong investment in innovation and its wide distribution network explain the strong position of the multinational in the tea category.

Private label and economy references lose ground

Private label holds a very strong position in terms of overall sales of tea in Spain. However, in 2017 the growing demand for more sophisticated references and higher added-value products tipped the balance towards branded players.

Manufacturers reinforce their commitment to innovation

In recent years, manufacturers of tea in Spain renewed their commitment to innovation, with a large number of novel products reaching supermarket shelves. In 2017, domestic manufacturer, Pompadour Iberica, launched an organic tea line which includes four references and a premium line of matcha green tea, the traditional Japanese variety.

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